Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis

Detalhes bibliográficos
Autor(a) principal: Orihuela, Adrià Camps
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/159892
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment AnalysisNeo bankOn-Page SEOOff-Page SEOSentiment AnalysisDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoInternship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsIn the financial sector it is crucial to have a good SEO strategy due to the highly competitive nature and sensitivity of the information handled. In addition to providing brand visibility, it generates trust and credibility, capturing quality leads and positioning the brand as an expert in the sector, thus building long-lasting relationships with customers. This Internship Report provides an overview of the strategies and techniques used to improve the SEO and Social Media statistics of MyInvestor, a Spanish digital banking company. The Internship took place in the Digital Marketing Department, between the dates September 5 2022, and July 31 2023. The objective of the internship was to apply the knowledge learned in the first year of the master's degree, specifically, to perform an SEO and Sentiment Analysis audit to establish in order to create a marketing strategy. This work has significant implications for the neo banking sector. By conducting a competitive analysis of companies operating in the Spanish digital banking market, strengths and weaknesses are identified in terms of web content, user experience, products and social media campaigns. In addition, collaboration with influencers is highlighted as a strategy to increase brand visibility and reach in the Spanish market. An analysis of online coverage, online sentiment, online engagement is also performed to understand public opinion about the brand and find new influencers. These strategies and techniques applied in the work aim to improve search engine rankings and increase brand visibility in the neobank sector. In conclusion, this work contributes to strengthen the company's presence and reputation in the neo banks market in Spain.António, Nuno Miguel da ConceiçãoSantos, Zélia de Jesus Calvário Raposo dosRUNOrihuela, Adrià Camps2023-11-13T12:08:20Z2023-10-242023-10-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/159892TID:203384431enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:42:23Zoai:run.unl.pt:10362/159892Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:45.571270Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
title Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
spellingShingle Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
Orihuela, Adrià Camps
Neo bank
On-Page SEO
Off-Page SEO
Sentiment Analysis
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
title_full Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
title_fullStr Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
title_full_unstemmed Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
title_sort Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis
author Orihuela, Adrià Camps
author_facet Orihuela, Adrià Camps
author_role author
dc.contributor.none.fl_str_mv António, Nuno Miguel da Conceição
Santos, Zélia de Jesus Calvário Raposo dos
RUN
dc.contributor.author.fl_str_mv Orihuela, Adrià Camps
dc.subject.por.fl_str_mv Neo bank
On-Page SEO
Off-Page SEO
Sentiment Analysis
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Neo bank
On-Page SEO
Off-Page SEO
Sentiment Analysis
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-11-13T12:08:20Z
2023-10-24
2023-10-24T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/159892
TID:203384431
url http://hdl.handle.net/10362/159892
identifier_str_mv TID:203384431
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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